Welcome to the 2025 AAA Annual Conference in Pittsburgh, PA! We are so glad you are joining us. Be sure to share your time at the conference using #AAA2025!
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We distinguish wit-based (cognitive) humor from other types of humor and, in three experimental studies, show that it enhances perceptions of brand coolness, which in turn leads to increased word-of-mouth and purchase intentions. This effect is specific to non-luxury brands and does not extend to luxury brands. The results hold across various product categories (eyewear, automobiles, headphones) and are replicated with both real (Honda vs. BMW) and fictitious brands (Brand X). These findings highlight brand coolness as a key mechanism through which humor impacts consumer behavior, though limited to non-luxury brands. Theoretical and practical implications are discussed.
Please note: Speakers are automatically alphabetized by last name in SCHED. The speaker order here does not necessarily reflect the true authorship order of the presentation.
